Rise to the Top: Best Practices for Enhancing Your E-mail Marketing Strategy

​Molly Soat
B2B Marketing
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Key Takeaways
  • Authenticate to ensure deliverability.
  • Compile a good list.
  • Optimize for mobile.

E-mail is an important part of B-to-B marketing as marketers fight to remain top of mind with customers who have large purchase power and seemingly limitless options. Atlanta-based Pardot, a marketing automation provider owned by Salesforce.com, released a whitepaper this month called “The Complete Guide to B-to-B E-mail Marketing.” In it, Pardot experts, including Mathew Sweezey, manager of marketing research and education, detail some best practices for crafting an e-mail list, creating e-mail content and testing deliverability and effectiveness. Below are some key takeaways from the study, including extra advice from Sweezey.

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Author Bio:

​Molly Soat
​Molly Soat is a staff writer for Marketing News. E-mail her at msoat@ama.org.